JOICO Damage Defy

JOICO’s Defy Damage is a new line of professional in-salon bond-protecting and color-protecting treatments and an at-home care range.


For the stylist …

Defy Damage ProSeries 1 – bond-protecting color optimizer spray

Step one of the in-salon service. A powerful, ultra-dry spray that instantly shields hair from chemical service damage, improves colour deposit, and provides greater lift when lightening.  It will save you time in your color services and blow-dries and it will make colour results better, as well as protecting the hair.


Defy Damage ProSeries 2 – bond strengthening color treatment

An intensive bond strengthening treatment to help replenish bonds, strengthen hair and hydrate, for damage resistant, healthy-looking hair in just one use.


With new Defy Damage ProSeries 1 & 2 stylists can literally defy damage and deliver great performance with every color and lightening service. It works beautifully with any hair colour and lightener to optimise product performance and provide powerful damage protection. In two easy steps it helps protect and strengthen hair bonds – before, during and after every chemical service – helping to ensure the healthiest-looking hair possible…and stunning results you have to see, and feel, to believe.


For the client…

Defy Damage Home Care System. The at-home system protects all hair types from the ravaging effects of daily heat styling, UV exposure and environmental pollution that lead to dry, dull, lacklustre hair. This damage-defying breakthrough helps protect and strengthen hair bonds for a healthy hair transformation, you can see and feel.

The secret behind this start-to-finish damage protection is in the key ingredients: Arginine, Moringa Seed Oil, and a Protective Lipid, alongside Joico’s new Smart Release Technology – a one-of-a-kind liposome delivery system that provides a winning combination of healthy-hair ingredients that continuously release Rose Hip Oil, Arginine, and Keratin – repairing, strengthening and protecting the hair from the cumulative effects of daily styling.


Defy Damage Protective Shampoo – for bond-strengthening and color longevity.

With a rich, luxurious lather, this gentle daily cleanser protects hair both in the salon and at home with damage-prevention ingredients. The result is shiny, smooth, clean hair that is resilient and healthy looking


Defy Damage Protective Conditioner – for bond-strengthening and color longevity.

It replenishes moisture and builds resilience without weighing the hair down. It prevents and protects from daily damage, boosts vital moisture, it instantly detangles hair and leaves hair soft, shiny and looking healthy.


Defy Damage Protective Masque – for bond-strengthening and color longevity.

It goes deep to infuse hair with a brilliant, bond-strengthening defense, resulting in less breakage and more protection from heat styling. Hair has instant softness and shine.

  • Helps to rebuild broken hair bonds
  • Deeply replenishes hair without weighing it down
  • See results after the very first use
  • Proactively builds hair’s resistance to damage
  • Leaves hair soft, shiny and looking healthy



Defy Damage Protective Shield – to guard against thermal and UV damage.

A true damage defense hero against the harsh effect of daily styling and exposure to UV and environmental pollution, this helps prevent damage and guards against colour fade for beautiful, vibrant, healthy looking hair.

  • Used prior to styling, hair is fortified inside and out
  • Instant, daily protection from damaging heat, UV and environmental exposure
  • Makes hair 4x more resistant to breakage during heat styling (against combing breakage on clean damaged hair)
  • Protects against color fade
  • Leaves hair soft, shiny and looking healthy